Experts, framing & communication

“Not only were we facing the British establishment in the government, we also, in some ways, took on the world establishment because all these heads of government [including Obama] were coming out to say that Britain should remain in the E.U.,” he said. “It was quite a challenge to actually win this campaign with all the forces arrayed against us. At the end of the day, this was a people-versus-the-elite referendum. And the people were on our side.” – Matthew Elliott, chief executive of Leave

Given this blog’s focus on campaigning and framing, there is one aspect of the Brexit fallout that  was especially interesting. There has been a considerable amount of wailing over how the Remain campaign was too elitist and failed to address the concerns of Leave voters, who were older, less educated and poorer. Despite this, it was intriguing that areas that benefitted the most from EU subsidies voted for the leave campaign. A case of voters acting against their own self-interests or a failure in political communication?

Brexit demographic
Brexit demographics source: https://next.ft.com/content/1ce1a720-ce94-3c32-a689-8d2356388a1f

There is a phrase by a UK politician that has had a considerable amount of coverage in the media – “The British people are sick of experts”.  I agree and think that the prescriptive framing of issues through experts is now a flawed political communication tactic. There is a strong sentiment against top down pronouncements that tell voters to trust in the opinions of experts irrespective of either their own experiences or the frame in which they process the issues.

Ads like this will no longer resonate with voters who feel betrayed by “experts” or “elites”.

In addition to the disconnect between the cultural and economic elites in life experiences, there is another reason for this development. Disintermediation means that issues are no longer exclusively framed by experts or the mainstream media. People now have access to multiple sources of information that independently either reinforce their existing cognitive framework or influences them to adopt a new one.

The implication are significant. If an issue (such as free trade or mass migration) is being processed through one frame, a parade of experts offering counter arguments will not change that. Top down and prescriptive communication tactics are becoming less effective. Campaigners need to re-evaluate what constitutes effective content and the channels through which it is communicated.

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